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Marketing Aqualisa Quartz MBA Case Analysis More
Marketing - Aqualisa Quartz | MBA Case Analysis & More ...

7/4/15 5:45 PM

Marketing - Aqualisa Quartz
Aqualisa Quartz: Simply a Better Shower

Problem Statement
Harry Rawlinson, the managing director of Aqualisa is faced with an interesting problem of selling the Quartz showers. This shower is very innovative and solves problems of
Plumber and end customer beyond expectation. Rawlinson has the following questions to solve
How to generate sales momentum?
Was the problem that the Quartz priced too high? However he believes and he is reluctant to go the discounted price route because his product is very niche.

Possible Alternatives
Rawlinson is debating on the following options:
Targeting customers directly
Targeting Do-It-Yourselfers
Targeting Developers

Solution
We are proposing solutions where the major target audience is addressed.

Communicate Superior Value Proposition through better advertisement
(1) The advertisement completely ignores the actual technical innovation (setting up of box remotely) which should be directed at Plumbers as it is seen that 53% of purchase is either done by plumbers or by customer's who take inputs from
Plumbers. Half of the market remains un catered through this advertisement.
(2) From a customer stand point, cost saving is not highlighted though the product is sold with a premium. The cost comparison is as shown below
Traditional Shower vs Quartz
Cost of
Installation Cost
Excavation Cost +
Total
Shower
Material Cost
Cost
Traditional shower (not in low segment) €675

Quartz

€850

€ 640
[ Cost of the labor=
€40 per hour multipled by 16 (for
2 days)]
€ 160
[ Cost of the labor=
€40 per hour

€ 100
(assumption as the case study did not mention a value)

€1415

€0

€1010

http://mbacase.blogspot.com/2012/05/marketing-aqualisa-quartz.html

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Marketing - Aqualisa Quartz | MBA Case Analysis & More ...

7/4/15 5:45 PM

multipled by 4(for
1/2 days)]

Strengthen the eco system - Wooing Plumbers!
Installation by independent
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